Customer-Centric & Strategic Messaging: Paper Pack

Building the Dream Team: X-Functional Collaboration

We then assembled a dedicated cross-functional team, bringing together experts from Product, Packaging, and R&D. Collaboration was key, and together we tackled the challenge of creating a paper-based clamshell that not only met our sustainability goals but also maintained the high standards of quality, freshness, and fruit visibility that consumers expect from Driscoll's. This close partnership was instrumental in overcoming technical hurdles and ensuring the final product delivered on all fronts.

Telling the Story: Consistent Brand Messaging

With a robust product in hand, we focused on crafting compelling messaging that would resonate with our target audience. Working hand-in-hand with the Communications and Brand teams, we ensured that our packaging message was consistent with Driscoll's overall brand positioning, reinforcing our commitment to both sustainability AND flavor. This unified approach was crucial for a successful launch. 

A Harvest of Success: Market Entry and Impact

The result? The "Hybrid Paper Pack" – a pivotal advancement in our sustainability journey. The clear and consistent messaging around this innovation resonated strongly with consumers, leading to a successful market entry and directly supporting our brand objectives. 

We are continuously innovating and finding new packaging solutions to meet both consumer desires for sustainability while maintaining functionality.